The aim of this thesis was to systematically investigate the role of processing goals in prejudice-linked stereotype activation. Across five experiments, the automatic responses to racial targets (Asian and Caucasian faces) of low-and high-prejudiced individuals were measured while processing goals were manipulated. Automatic stereotype activation was linked to prejudice level only when the processing goals required evaluative judgements of the targets. Neither high-nor low-prejudice participants activated stereotypes during target irrelevant judgments. The findings offer substantive evidence for the role of processing goals in mediating prejudice-linked differences in automatic stereotype activation.